Goodby Says He’s “A Stupid Optimist”

Adweek: Jeff Goodby offered the following explanation when asked why his agency wanted Subway, despite indications that the client would likely resist the type of brand-image work Goodby is typically known for in favor of retail-focused, more tactical spots.
“Because I’m a stupid optimist,” Goodby joked. “It’s either optimism or masochism. You always think you’ll get a hold of a client and figure out a way to find an ingenious place to go.”
“Advertising people tend to believe that, given the right circumstances, everybody will like them,” he explained. “It may be delusional and arrogant, but it’s true.”

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.